NOVA Entertainment launches live experience business for brand activations

Thursday 12 July, 2018

exp. logo

"A no-brainer... radio is the perfect medium to amplify what we do."

NOVA Entertainment has launched exp., a live experience business established to deliver creative activations and events for brands.

NOVA has partnered with habitat., a creative and strategic specialist, to create the unique partnership to be known as exp. powered by habitat..

The business will use the assets of both partners to become the experts in live experiences for brands.

Head of M&A, Strategy & Partnerships at Nova, Nathan Reay, says the company is excited about the partnership that will create a full-scale experiential business that can also amplify events through the media assets of NOVA Entertainment. "This is a unique market defining proposition that demonstrates NOVA Entertainment’s continued commitment to provide a multi-platform offering for clients.”

NOVA Entertainment has built a commercial reputation for its expertise in the event, experiential and activation space over the past 16 years. With proven consumer and commercial expertise across multiple platforms, NOVA Entertainment’s credibility extends across broadcast, digital, events and activations including Australia’s premier live music platform Nova’s Red Room and the smoothfm Festival of Chocolate.

Habitat Media is a "dynamic experiential agency based in Sydney which helps brands reach consumers through activation and live experience."

The agency’s mantra, ‘where big ideas live,’ guides their creativity and idea-centric approach to every brief through the knowledge it's big ideas that sell – not just big budgets.

Mark Vincent, habitat. Managing Partner believes “the like-minded progression of both habitat. and NOVA Entertainment made this partnership a no-brainer for us. We’ve always held the belief radio is the perfect medium to amplify what we do and who better to do that with than NOVA Entertainment. I’m looking forward to what the future holds and have no doubt everyone will be seeing a lot of exp.”

The exp. partnership will utilise both brand’s expertise to provide clients with the opportunity to undertake activations through to large scale events, as well as offering potential amplification through NOVA Entertainment’s varied media assets. exp. will provide event capacity and amplification in one media business.

In an article here on radioinfo last month, Nova CEO Cathy O'Connor explained how great experiences have evolved into the core of Nova's business. This new business is a logical fit for the company when seen in light of its overall strategy.

As one of the media industry’s most innovative entertainment companies, NOVA Entertainment is focused on creating and sharing great experiences. This new partnership with habitat., alongside NOVA Entertainment’s market leading Acast podcasting offering, the launch of the millennial platform GOAT and the recent strategic partnership with the world’s leading e-sports company ESL, demonstrates the company’s continued diversification into a multi-platform entertainment business.

NOVA Entertainment’s commercial teams are now integrating the capabilities into client responses with a number of prospective brand partners already indicating interest.